NewsMakers
New ideal housewife image being created by social media influencers and bloggers
The essence of these bloggers’ and influencers’ business concept is to spread an image of their lifestyle as one of consumption, family life, marriage, home decor and how to dress. It reinforces traditional notions of femininity, by enabling women to engage in practices of care, beautification, and mothering.
The new generation of successful female bloggers and influencers on social media are changing the identity of the stereotypical “ideal” housewife. This is according to a new study by Magdalena Petersson McIntyre, a researcher at the School of Business, Economics and Law at the University of Gothenburg.
Published in the Journal of Cultural Economy, the study demonstrates that while the image of the housewife has largely disappeared as an ideal in the 2010s, roles that replicate a kind of aesthetized housewife ideal have reemerged on social media.
“It’s a new identity for what many deduce as the ‘ideal woman’ or ‘housewife,” says McIntyre. “However, this new ‘ideal’ exploits the image of a glamorous housewife by showing it as an entrepreneurship. It also challenges notions of consumption as something passive, rather than production and part of the social economy.”
She added that the traditional feminine housewife role that is mediated through a digital platform is something entirely different than the role devised by the traditional division of labor.
“These bloggers are given the possibility to re-code what it means to be a home-working woman, who is engaged in practices of consumption.”
As part of the study, Petersson McIntyre carried out in-depth interviews with influencers or bloggers across 2014 and 2016, and scrutinised 25 other similar accounts. What she uncovered was, through the need to generate financial income via ‘likes’ and shares, these women are being forced to develop a persona which is close to their real ego, but not their actual personality.
“This life shown on social media is not the real life of the influencers, but largely a created one. They are not really perfect housewives but ‘actors’, who show a picture of what it means to be a woman who fits the advertisers,” says McIntyre. “The tension between these women’s ‘real life’ and the life shown becomes meaningful in different ways; followers are interested in the relationship between the real and the fictitious and it makes it commercially viable. In particular, it is the change of the blogger’s real body, home, or lifestyle that interests them.”
The essence of these bloggers’ and influencers’ business concept is to spread an image of their lifestyle as one of consumption, family life, marriage, home decor and how to dress. It reinforces traditional notions of femininity, by enabling women to engage in practices of care, beautification, and mothering.
However, to have a career as a successful blogger and influencer, you must also share personal experiences. Women who take this path have had to talk about things that they previously thought were private. It is a movement which is seeing personal trauma demonstrated as triumphs when shared and spread exponentially in social media.
“The women have had to talk about private things, often in front of a video camera. Because it is precisely these posts that, for example, they feel bad, which results in many likes and comments. Exactly the response that advertisers are demanding and therefore generates income for bloggers,” adds McIntyre.
She adds: “Using their mobile or computer, an influencer and blogger can measure the financial impact of sharing someone personally, such as feeling unwell or having problems with their weight. The new technology has made it possible to understand the boundaries between the personal and the public in new ways.”
It is a “breaking of the boundaries between human and non-human resulting from digital technology, which has re-configured the housewife role by transforming boundaries between intimate and commercial practices,” McIntyre ends.
NewsMakers
The look and feel of your neighborhood may affect your sleep
Those living in neighborhoods rated as having a stronger sense of safety tended to sleep longer, and that this rating appeared to be shaped by the streetscape.
Your neighborhood’s “streetscape”—the physical environment of your street—is something that you have probably never consciously thought about, despite seeing it every day. But what if the streetscape was affecting you on a subconscious level and disrupting your sleep?
This intriguing question is posed by the findings of a study led by Professor Daisuke Matsushita of the Graduate School of Human Life and Ecology at Osaka Metropolitan University. The research team used AI to analyze more than 200,000 Google Street View images to identify visual neighborhood characteristics. They then linked these characteristics to the self-reported sleep of 1,089 working adults living on the lower floors of apartments in Tokyo, who were most likely to be affected by the streetscape.
They found that those living in neighborhoods rated as having a stronger sense of safety tended to sleep longer, and that this rating appeared to be shaped by the streetscape. Generally, people slept longer in areas with lots of greenery, such as leafy trees, on the street. Similarly, high “enclosure”—meaning many tall vertical buildings and few wide-open spaces—was also associated with longer sleep and fewer insomnia symptoms.
However, the study also made a surprising finding. The researchers found that highly walkable streetscapes, such as those with more sidewalks and traffic signs, were associated with a lowered sense of safety and shortened sleep duration.
This suggests that walkability does not always represent a reassuring environment. Instead, a possible explanation is that streets with extensive pedestrian infrastructure are often busier, more crowded, and used by more strangers, which may be perceived as less safe or less relaxing than quieter residential streets.
“This study demonstrates the potential for evaluating streetscape characteristics across large geographic areas in a cost-effective manner,” Dr. Matsushita said. “Based on the technique used in this study, cities could potentially measure perceived safety, beauty, liveliness, and enclosure as well as pollution and noise.”
“We hope that opening up this new perspective creates further possibilities for designing healthier neighborhoods,” he concludes.
The findings were published in Building and Environment.
NewsMakers
Workout or nap? Either can help your sleepless brain, study finds
People who either completed 20 minutes of moderate-to-vigorous exercise or took a 90-minute nap performed about 22 per cent better on memory tests after 30 hours without sleep than those who did neither.
A short workout or a nap can help protect memory after a sleepless night, a McGill University-led study has found.
Researchers found people who either completed 20 minutes of moderate-to-vigorous exercise or took a 90-minute nap performed about 22 per cent better on memory tests after 30 hours without sleep than those who did neither. The findings, published in Proceedings of the National Academy of Sciences (PNAS), point to practical ways to counter the effects of sleep deprivation.
“Sleep loss affects nearly every aspect of how we think and function, but many people can’t simply stop what they’re doing and get more sleep,” said senior author Marc Roig, Professor in McGill’s School of Physical and Occupational Therapy. “Our findings show that even a brief bout of exercise may help preserve one of our most important cognitive abilities.”
The study involved 54 healthy young adults who stayed awake for 30 consecutive hours under lab supervision. Participants were then assigned to one of three groups: a 20-minute cycling session, a 90-minute nap or a control condition. Three days later, researchers tested their memory for images they had viewed immediately after the intervention. Those who exercised or napped remembered significantly more images than participants who did neither.
Same result, different pathways
While the memory benefits were nearly identical, brain recordings revealed that exercise and napping helped in different ways.
Napping appeared to help the brain recharge, making it easier to take in and remember new information. Exercise, by contrast, helped the brain use its remaining resources more efficiently, without making participants feel more tired.
The findings could eventually inform fatigue-management strategies in workplaces where sleep loss is common and mistakes can have serious consequences, such as health care, transportation and emergency response.
“A nap isn’t always possible in the middle of a shift,” said first author Madhura Lotlikar, a doctoral candidate in McGill’s Department of Neurology and Neurosurgery. “Exercise is accessible, inexpensive and easy to implement. That makes it a promising tool to help people stay cognitively sharp when sleep is limited.”
The researchers emphasize that exercise cannot replace sleep, but it may help people function better when getting enough rest isn’t possible.
About the study
“Protecting episodic memory after sleep loss: Similar benefits of exercise and naps via distinct neural contributions” by Madhura Lotlikar and Marc Roig et al., was published in Proceedings of the National Academy of Sciences of the United States of America.
NewsMakers
Study links coffee consumption to metabolic health and sex hormones
Despite having a similar body mass index (BMI), individuals with higher coffee consumption had lower total and visceral fat and greater skeletal muscle mass than those who consumed less coffee.
Coffee is one of the world’s most widely consumed beverages, and previous research has linked its consumption to a lower risk of conditions such as type 2 diabetes and cardiovascular disease. However, the biological mechanisms behind these benefits remain unclear. A new Finnish study links habitual coffee consumption to healthier body composition and metabolic markers, while revealing distinct associations with sex hormones in men and women.
The study, conducted at the University of Oulu, analysed data from 2,264 participants aged 46 in the Northern Finland Birth Cohort 1966. Researchers examined how habitual coffee consumption was associated with circulating metabolites, cardiometabolic risk markers and sex hormones.
Despite having a similar body mass index (BMI), individuals with higher coffee consumption had lower total and visceral fat and greater skeletal muscle mass than those who consumed less coffee.
In both men and women, higher coffee consumption was correlated with lower circulating levels of branched-chain amino acids, biomarkers that have previously been linked to insulin resistance and an increased risk of type 2 diabetes when chronically elevated.
The strongest sex-specific associations were observed in men. Higher coffee consumption was linked to a more favourable glucose–insulin profile, higher concentrations of total and bioavailable testosterone, and increased levels of sex hormone-binding globulin (SHBG). At the same time, free testosterone and the free androgen index were modestly lower. In women, hormonal associations were more limited and were primarily characterised by higher SHBG and lower measures of free androgens.
“Coffee is consumed by millions of people every day, yet we still know surprisingly little about how it relates to our metabolism and hormones. What stood out in our findings was a distinct hormonal signature that didn’t disappear even after we took into account BMI and lifestyle factors, with several of these associations differing between men and women,” says Luca Verroest, lead author of the study and Doctoral Researcher at the University of Oulu.
The results suggest that hormonal pathways may partly explain the relationship between coffee consumption and metabolic health. However, as this was an observational study, the findings demonstrate associations rather than cause-and-effect relationships.
The study is particularly relevant in Finland, one of the world’s highest coffee-consuming countries, where annual consumption averages around 11.8 kilograms per person.
The researchers say the findings provide a foundation for future studies aimed at determining whether coffee itself drives these biological changes and identifying the compounds responsible. These questions are currently being investigated in animal models, with the long-term goal of progressing to human intervention studies. Further research will be needed before the findings could inform dietary recommendations.
The study, Associations of habitual coffee intake with testosterone and cardiometabolic markers: the Northern Finland Birth Cohort 1966 study, has been published in the European Journal of Nutrition.
-
NewsMakers4 weeks agoScheduling dental care during prenatal visits boosts oral health care during pregnancy
-
NewsMakers3 weeks agoStudy links coffee consumption to metabolic health and sex hormones
-
Destinations4 weeks agoEnjoying the grilling at Mandaue City’s Matias BBQ
-
Pet Care4 weeks agoDogs can distinguish between human fear and sadness
-
NewsMakers2 weeks agoThe look and feel of your neighborhood may affect your sleep
-
Product Showcase4 weeks agoManulife Investments Philippines leads UITF rankings across equity and fixed income funds
-
Destinations1 week agoPasalubong shopping in Davao via Aldevinco
-
NewsMakers2 weeks agoWorkout or nap? Either can help your sleepless brain, study finds
